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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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The influence of branding on adolescent smoking behaviour: exploring the mediating role of image and attitudes

Grant, Ian C. and Hassan, Louise M. and Hastings, Gerard B. and Mackintosh, Anne Marie and Eadie, Douglas, Cancer Research UK (Funder) (2007) The influence of branding on adolescent smoking behaviour: exploring the mediating role of image and attitudes. International Journal of Nonprofit and Voluntary Sector Marketing, 13 (3). pp. 1-11.

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Abstract

This study investigates the continuing effects of tobacco marketing communications in a post advertising era, focusing on the constructs of brand awareness, brand image, attitude formation and intention to smoke by adolescents. A conceptual model is presented, based on 926 respondents from a UK wide study, to assess brand-related interrelationships and influences of peers on adolescents' attitudes toward smoking and intention to smoke. Results show the strong influence of branding on both attitude and intention, and have implications for government anti-smoking policies specifically in regard to generic packaging and point of sale displays.